Internship Report Warid Telecom---Taimoor tk

Internship Report: Warid Telecom 1

1. Executive Summary

The mandatory internship in BBA (Hons.) program is very beneficial to have practical

exposure of how things really go in market. Being a student who wants to make a mark

in marketing field, the best place to gain practical understanding of marketing was to do

internship in the marketing department of telecom industry which can be regarded as

one of the most dynamic industry currently in Pakistan. I took the internship with Warid

Telecom which stands as a prominent name in Telecom industry. I am proud to work as

an internee with Warid Telecom and this experience will surely help me in my future

assignments as a marketing professional. The absolute guidance and concern of higher

management, perfect working environment with immense cooperation of the staff of all

departments especially the marketing department facilitated in making my internship a

wonderful learning experience in all aspects.

Internship duration offered to me was six weeks, later extended to eight weeks were

based on projects with marketing collateral section, new city launches section, events

section, BTL advertising section, prepaid segment section. Through these projects, I

was able to get direct interaction with staff of finance, procurement and logistics,

marketing finance, marketing communications, public relations, information technology,

administration and human resources departments of Warid telecom.

Through this internship; I was able to meet and interact with different vendors, people

from media field including singers, reporters, advertising agencies, fashion industries,

and event management companies.


2

INTRODUCTION AND INTRODUCTION AND INTRODUCTION AND INTRODUCTION AND

BACKGROUNDBACKGROUNDBACKGROUNDBACKGROUND WARID Telecom


2. Introduction and Background: Warid Telecom

Warid Telecom is a joint venture between Abu Dhabi Group & SingTel Group. Abu

Dhabi Group entered into a strategic alliance with Singapore Telecom. Subsequent to

this transaction in July 2007, telecom giant SingTel acquired 30% percent equity stake

in Warid Telecom, Pakistan, for US$758 million. This partnership is part of a strategy to

support Warid Telecom’s continued growth and to enhance its market position.

Abu Dhabi Group

One of the largest business groups in the Middle East and the single largest foreign

investor in Pakistan. It has diversified business interests, offering strong financial

resources and extensive management expertise that result in commercial success for

several institutions. Warid Telecom takes pride in being backed by the Abu Dhabi

Group, one of the largest business groups in the Middle East and the single largest

foreign investor in Pakistan. The Abu Dhabi group's major investments are in the

following sectors:

� Oil and gas exploration

� Banking and financial services

� Automotive

� Hospitality services

� Property development

� Telecommunications

The group has successfully launched its services in Bangladesh in May 2007. Warid

Telecom International has successfully launched operations in Congo-Brazzaville,

Bangladesh and Uganda with plans underway for Georgia and Ivory Coast.


The SingTel Group

The SingTel Group serving both the corporate and consumer markets is committed to

bringing the best of global communications to customers in the Asia Pacific and

beyond.

With significant operations in Singapore and Australia, the Group provides a

comprehensive portfolio of services that include voice and data services over fixed,

wireless and Internet platforms.

Over the years, SingTel has grown to be a global player with a strong regional heritage.

With one of the most extensive and advanced telecommunications infrastructure, the

Group offers unparalleled reach in Asia and beyond.

SingTel's highly developed international network provides direct connections from

Singapore to more than 100 countries. It is a major investor in many of the world's most

sophisticated submarine cable and satellite SingTel’s investment in mobile operations

include Advanced Info Service (AIS) –Thailand, (21.4%), Bharti Telecom Group – India

(30.5%), Optus Telecom – Australia (100%), Globe Telecom – Philippines (44.5%),

Some Major Investments Wholly owned properties and

companies

Bank Alfalah Limited

United Bank Limited

Alfalah Exchange Company

Iranian Sanden Industries

J.C. Maclean and Co

Neo Pharma LLC

National Telesystems and Services

Al Jazira Management Mall

Le Royal Meridian Hotel‚ Abu Dhabi

Dhabi Contracting

Dhabi Drilling Offshore Rig Operations

Al Ain Palace Hotel

Dhabi Enterprises Leasing


Pacific Bangladesh Telecom (PBTL) - Bangladesh (45%), Telkomsel – Indonesia (35%)

and Warid Telecom – Pakistan (30%).

2.1 Vision

Warid Telecom’s vision is "to become the leader in national communications arena with

a strong international presence”.

2.2 Core Values

Warid Telecom's brand values include:

• Quality

• Transparent

• Innovative

• Customer Friendly

• Simple

2.3 Policies

Warid Telecom believes in working with strategic partners and employees for long term

relationships. As a consequence of the above Warid Telecom is looking for the following

to deliver its vision:

Strategic vendors and partners to assist in rolling out these services in a timely and

efficient manner with a focus on turnkey solutions and premium propositions;

Strong partners to assist in launching these services and creating effective sales &

marketing / business development opportunities for all to operationally and financially

gain; Consultants and experts to help deliver this vision; Well rounded employees who

wish to become part of this adventure.


2.4 The Warid New Look

An evolution that strengthens the Warid identity while keeping the customers in focus.

This time Warid used a more contemporary font & style to give a more approachable

image. Warid’s new slogan is “Life ka Network”. This new logo encompasses the

expanding reach of Warid not just in Pakistan but in an international footprint. With our

strengthened GPRS/EDGE network we would empower our customers to create their

own life style networks.


3

BUSINESS STRUCTURE AND BUSINESS STRUCTURE AND BUSINESS STRUCTURE AND BUSINESS STRUCTURE AND

STRATEGYSTRATEGYSTRATEGYSTRATEGY

Warid TelecomWarid TelecomWarid TelecomWarid Telecom


3.1. WARID TELECOM TEAM

Board Executive Committee Warid Telecom Mr. Bashir Ahmed Tahir Vice Chairman and Member of Advisory Committee Mr. Bashir Ahmad Tahir is a Pakistani national. Key positions currently held by Mr. Bashir Tahir are CEO Abu Dhabi Group, Board Advisory Committee and Bank Alfalah Limited.

Mr. Pervaiz A. Shahid Board Director Mr. Parvez is a Pakistani national with a vast experience of more than 30 years in the banking sector. Currently Mr. Pervaiz is Executive in-charge of Strategic Planning Division, Bank Alfalah and Authorized Power of Attorney Holder of Warid Telecom.

Mr. Marwan Zawaydeh Board Director/ CEO Mr. Marwan’s association with Warid Telecom started in June 2004 as Group Chief Technical Officer and BEC Member. He currently is the CEO of Warid Telecom.

Mr. Lim Chuan Poh Board Director Mr. Lim, 52, joined Singtel in October 1998. He was appointed EVP (Strategic investments) in February 2006. In October 2006, Mr. Lim assumed the position of CEO (International). He is responsible for Singtel’s business groups through strategic investments in the region.

Mr. Quah Board Director Mr. Quah is currently Vice President (Business Management), International Group in Singtel, overseeing new investment opportunities as well as existing investment s in the region.


Warid Telecom Key Management Warid Telecom’s main strength and focus is its employees. Warid Telecom believes this will be its key differentiating factor and a recipe for success. The key management team includes:

Mr. Shahzad Rauf CSO Prior to joining Warid Telecom in 2005, Mr. Rauf was founder and CEO of WebLight Productions Inc providing B-2-B e-commerce supply chain management solutions for the food industry. He has over 10 years of experience in Finance and IT departments of public sectors in USA.

Mr. Thomas Yeo CCO Mr. Thomas joined Warid Telecom as CCO in October 2007. He joined from Singtel and has been associated with singtel for more than 25 years.

Mr. Javed Mushtaq Chief Information Officer Mr. Javed Mushtaq is a seasoned IT professional backed up by 21 years of domestic and global experience. He has worked both in private and public sectors.

Mr. Zafar Iqbal GM Human Resources and Administration Mr. Zafar Iqbal brought with him 35 years of experience with MNCs in Human Resources, Corporate affairs, Procurement, and Administration in Pakistan and abroad.

Mr. Farrukh Hayat GM - Sales and Distribution Mr. Farrukh Hayat is responsible for sale/ distribution of scratch cards and other products of Warid telecom on national basis. He has over 20 years of well rounded experience in Marketing, Sales, Distribution and management.


Mr. Omer Haider GM Government and Regulatory Affairs Mr. Omer A. Haider has 16 years of experience in telecom sector. He has worked with insta, paktel and Alcatel at diversified portfolios involving commercial, sales, marketing and business development.

Mr. Tariq Gulzar GM Audit, Risk and Corporate Governance Mr. Tariq Gulzar brings with him over 15 years of experience in assurance, internal audit, audit, accounting, risk management, and general consulting in Telecom and Media Industries.

Mr. Adeel Bajwa GM Legal Affairs & Contracts Management Mr. Adeel k. Bajwa is an experienced legal professional with corporate background in Finance and Commercial law. In addition to managing legal affairs at Warid Telecom, his portfolio extends internationally as well.

Mr. Ahmad Kamal GM Customer Services Mr. Ahmad Kamal has over 17 years of telecom experience in Pakistan. He has the exposure of working with the country’s most renowned telecom companies like Mobilink, Ufone, Digital Communications and DVCOM Ltd. Ms Asma Khan GM International Business Mr. Asma khan is responsible for International roaming and International Business (LDI operations) at Warid Telecom.

Mr. Moin Qadri GM Marketing Mr. Moin Qadri has 11 years experience in the field of advertising and branding. He has worked for various leading brands with experiences in Pakistan, Afghanistan, Indonesia, and UAE.


Mr. Muhammad Ahmed GM Managerial Accounting and Revenue Assurance Mr. Muhammad Ahmed possesses 12 years of professional experience in the field of Accounting and finance. Mr. Muhammad Amir Shahid GM Financial Accounting Mr. Muhammad Amir Shahid has 13 years experience in Pakistan. In his current role, he is responsible for financial accounting at Warid Telecom.


3.2. ORGANIZATIONAL STRUCTURE (ORGANIZATIONAL CHART)

CEO

CCO

GM

CSO CIO

Divisional Managers

BEC

Advisor

Asst. Managers

R.M.C

Z.S.M Sr. Executive

B.C.M Jr.

Executive F.M


3.3. ORGANIZATIONAL DEPARTMENTALIZATION

Warid Telecom (Pvt.) Ltd. Head office is in EFU House on Jail road, Lahore. Warid has

the maximum number of Sales and Customer Service Centers countrywide, backed by

two state-of-the-art Contact Centers of international standards that are equipped with

the right facilities to ensure real-time online services. Their highly trained and well-

groomed team of Customer Service Executives provides round-the-clock-support. Warid

has setup Corporate Lounges, with a customer-friendly environment to provide

personalized care to our corporate clients. Furthermore, an extensive network of

franchises, kiosks and mobile units ensure easy and convenient accessibility.

Different divisions, department and functionaries working in the head office are

1. Marketing

2. Human Resources

3. Financial Accounting & Revenue Assurance

4. Sales & Customer Services

5. Administration

6. Products & Services

7. Procurement & Logistics

8. Legal Affairs

9. Engineering & Information Technology

10. Audit & Risk Services

11. Quality Assurance

12. International Business

13. Public Relations

14. Operations and Project Management

15. Govt. Relations

In the head office there are also offices of top management including CEO office.


4

DEPARTMENTSDEPARTMENTSDEPARTMENTSDEPARTMENTS

Warid TelecomWarid TelecomWarid TelecomWarid Telecom


4. 1. MARKETING DEPARTMENT

Marketing is one of the core departments of any Telecom industry. Marketing consists

of five divisions

Marketing

Segmentation and Strategy

Marketing Finance

Marketing Communications

Marketing Operations

Loyalty

Each of above divisions consists of sections

Segmentation and

Strategy Division

Marketing Operations

Division

Marketing

Communications

Division

Masses Segment Retail Operations ATL

Youth Segment New City Launches Artworks designing

Female Segment BTL

Postpaid Segment Collaterals

Prepaid Segment Events

Loyalty Division Marketing Finance Division

Sales Records Signing CEO notes

Issues related to payments

Preparing PRs

Keeping financial records


4. 1.1. Segmentation and Strategy Division

Warid Telecom has divided its segmentation and strategy division into five segments on

the basis of their characteristics. Markets consist of buyers and buyers differ in one or

more ways. They may differ in their wants, resources, locations, buying attitudes and

buying practices. The core concept behind companies using marketing segmentation

concept is to divide large homogeneous markets into smaller segments that can be

reached effectively and efficiently with products and services that satisfy needs, wants,

desires and trends of certain segment.

Characteristics that govern segmentation and strategy development in Telecom industry

specifically mobile services according to a certain segment w.r.t Pakistan are

• Age

• Educational background

• Gender

• Income

• National, regional or other geographical areas of origin

• Social class

• Religion

• Culture

• Behaviors

• Population

• Tele density in area to be segmented

Now, the roles and responsibilities of different segments are to consider above

characteristics and then to


� Process Flow in Marketing Department

1. Develop an idea that would satisfy the above considerations. The idea can be

� Development of a product or service; that idea is then shaped in the form of the

product or services with the help of Products and Services department, I.T and

Engineering departments to develop a product or service.

� Event to improve sales, public relations, brand awareness e.g. events such as

Kabaddi Takkar Series between Pakistan and India in collaboration of Pakistan

Kabaddi Federation, Tape Ball tournament and Concerts.

After getting the idea approved by the authorities by preparing a feasibility report. The

next step is to get documentation done for idea conversion costs.

2. Idea Conversion Costs that note and getting it approved by the authorities. After

getting the idea approved will be incurred in converting an idea into reality. This step

includes developing a CEO note. CEO note is developed with the help of departments

related to the project.

3. Artworks, TVCs elaborating the ideas are designed by the communications

department and then it is forwarded to marketing operations for execution of ideas.

� Sections of segmentation and strategy Division

1. Postpaid Segment Section

Postpaid Segment is the one which includes individuals with good income and usage

more than that of prepaid customers. Postpaid customers

• Pay bill at the end of month depending on the service used.


• Pay specific amount in line rent every month, no matter they use service or not.

• Enjoy better range of value added services than prepaid customers.

Postpaid Segmentation Section designs marketing activities to better satisfy the needs

of postpaid consumers.

2. Masses Segment Section

Masses Segment is the biggest segments involving most no of people. Masses

segmentation section develops marketing ideas and activities to perform, so that

masses customers enjoy maximum benefits. Consumers from masses segments use

relatively less. Masses customers

• Pay before using the service.

• Enjoy basic and VAS services

• Have less brand loyalty in most

cases.

• Ready to switch to other mobile

services in case of cheaper services.

3. Female Segment Section

Importance of role of females cannot be overlooked in this modern era. That’s why

Warid Telecom has also developed females segment as a separate segment. The role

of Female segmentation section is to develop ideas that would entertain female

population in Pakistan. Currently ongoing “Zem Baton ke committee Campaign”

promoted by Bushra Ansari is such an example.


4. Youth Segment Section

Youth drives a nation; similarly, youth is taken by cellular companies as a segment

which can drive other segments as well and affect trends of customers of other

segments too. If the youth is targeted in better way, lot of customers can be gained.

Warid Floodlight Tape Ball tournament for youth segment is one of such examples.

5. Corporate Segment Section

Corporate segment is niche segment which can be source of great revenue for

organization. Corporate Segmentation section develops idea that can provide maximum

support and facilities to their most profitable segment. Ongoing “Black Berry Campaign”

is one of its examples.

Corporate segments are provided with

• Best possible VAS

• Better rates

• Security and Network Solutions

• Corporate Series for employees

4. 1.2. Marketing Operations Division

Marketing operations is the part of marketing that is responsible for executing the ideas,

turning scraps into whole and giving best possible finishing to the idea. Marketing

Operations slogan is “we are those, who execute ideas”.

Warid Telecom has divided its marketing operations division into five parts and each

part is responsible for carrying out its related tasks. Everything that is seen in market

from retailer facias to wall chalking, event branding to billboards, pole signs to panels,

road branding to posters, banners to flyers, everything is done by operations. Artworks

for the marketing collaterals are provided by the marketing communications. Any

execution mishandled by operations team can result in failure of great ideas.


1. Retail Operations Section

Retail operations include branding done at retail shops; that includes facias, availability

signs at shops e.g. Easy load Availability.

Retail operations is responsible for

• Spotting the retail shops

• Finalizing the terms and conditions for contracting

• Installing Facias / Retail branding

2. New City Launches Section

A new city launch refers to the branding or marketing promotions whenever Warid has

launched its service in a new city. The responsibility of this section is to create pre-

launch hype and attraction once a service is launched. Branding options that are used

so often are

• City Branding

• Wall Chalking

• Shutter Paints

• Retail Fascia’s

• Events

3. BTL (Below the line) Advertising Section

Below the line advertising section of Warid typically focuses on direct means of

communication, most commonly direct mail, e-mail, hoardings, gantries, billboards, pole

signs, and traffic signs at prime locations to maximize response rates.

Warid Telecom is a telecom company, so here direct mail and email can’t be used

effectively. In case of Warid Telecom; the focus is on use of


• Gantries

• Billboards

• Pole signs

• Sponsoring traffic signs

• Streamers

• Hoardings

4. Marketing Collaterals Section

Warid focuses a lot on effective use of collaterals to create hype for campaigns and

events. Marketing collateral, in marketing and sales, is the collection of media used to

support the sales of a product or service. These sales aids are intended to make the

sales effort easier and more effective.

Warid has a well maintained collateral section in marketing operations division that is

responsible for following collaterals supporting Warid promotions and campaigns

• Tariffs

• Flyers

• Standees

• Posters

• Coupons

• Catalogues

• Visual aids

• Web content

• Brochures

• Leaflets

5. Events

Warid not only participates in events but also organizes such events and activities that

highlights its commitment to have good public relations, create brand awareness, taking

social responsibilities programs. Instances of such events include Warid sponsoring

OIC IT and Telecom expo and conference 2008, taking part in ITCN 2008.


These events include sponsoring and organizing

• tournaments

• conferences

• parties

• seminars

• CSR activities

4. 1.3. Marketing Communications Division

Marketing communications in Warid Telecom deals with artworks to be used in BTL &

ATL advertising, then its execution and broadcasting in print and electronic media.

Above the line is a type of advertising through media such as TV, cinema, radio, print,

banners and search engines to promote brands. Major uses include television and radio

advertising, web and Internet banner ads.

Marketing Communications division divided into two sub-divisions

1. ATL Section

The ATL section of marketing communication comprises of team responsible for

�� Preparing content for

•••• Artworks of compaigns

•••• TVCs

•••• MMR

•••• Newsletters

•••• Press releases for media


�� Contacting with

•••• Electronic media including Televisons, websites and webzines for issues related to

broadcasting TVCs and sponsorship

•••• Print media including news papers and magazines for placing advertisment of

compaigns, giving press releases, sponsoring columns and special information

such as sports events, special occasion such as namaz timings, Iftar and sehri

timings

2. Artworks Designing to be used in ATL and BTL

The artwork designing section is responsible for providing artworks to be used in ATL

and BTL advertising. The artwork designing section

• Design artworks itself

• Outsource artworks to different artworks designing agencies

4. 1.4. Marketing Finance Division

Warid has a division in marketing department that is responsible for financial activities

incurred related to marketing promotions, campaigns, and events. It is not a big division;

its main purpose is to act as interface b/w marketing and finance departments.

Marketing Finance is responsible for

• Signing CEO notes from authorities

• Preparing PRs

• Keeping financial records of costs incurred

• Issues related to payments of vendors as per invoices


4. 1.5. Loyalty Division

Loyalty division of Warid Marketing Department designs marketing programs to benefit

the loyal customers that can be prepaid customers, but in most cases Post-paid and

corporate clients. Loyalty programs are structured marketing efforts that reward, and

therefore encourage, loyal buying behavior which is potentially in benefit of Warid.

Loyalty benefits can include loyalty card, rewards card, points card, advantage card, or

club card. Examples of such programs are McDonalds Campaign. Loyalty division is

responsible for

• Identifying loyal customers

• Designing marketing programs to benefit the loyal customer

• Keeping up-to-date profiles of loyal customers: their buying records and patterns

• Carrying out regular campaigns for the post-paid and corporate clients


4. 2. HR DEPARTMENT HR department is divided into two divisions responsible for 1. Recruitment Division

2. Training and Development Division

3. Compensation and Benefits Division

The above divisions are responsible for Ensuring smooth functioning and deliverables

pertaining to:

• Recruitment Process

• Interviews

• Candidate Assessment

• Training programs for employees

• Career Development programs

• Overall Management of HRMS and effective coordination with ERP for the

deliverables pertaining to functionality of the system

• Timely issuance and record keeping of all salary related employee letters

• Timely management of related and scheduled confirmations

• Posting of Status Change documents and maintenance of related records in HRMS

and as a hardcopy.

• Timely execution of Payroll and related reporting pertaining to payroll.

• Handling and management of smooth Payroll Operations & effective related query

handling

• Management of operations related to existing Official Cell Phones (Write Offs,

Roaming, etc)

• Handling of Attendance Management System

• Overall operations and management of provident Fund


• Handling of Medical (OPD & Hospitalization)

• Handling of EOBI

• Handling of Life Insurance data and premium payments

• Employee Payroll Taxation (Certificates, E-filling) & related queries

• Overall effective and up-to-date Leave Management

• Up to date supervisor Data in HRMS in correlation with existing org charts and

reporting lines

• Timely issuance and management of SSHR (self service HR logins to employees)

• Timely payment of internship stipends and up-to-date record of internships

• Posting of non-salary related information of employees in HRMS

• Employee visiting card data verification through system & coordination

• Handling of employee advance requests, in coordination with Finance

• Execution and activation of new employee joining benefits

• Status change related benefits handling and related execution

• Issuance and record keeping of all non-salary related employee letters

• Verification of Fuel Cards and entitlement based fuel limits in coordination with

Admin

• Timely conclusion of final settlement and clearance of resigned employees

• Personnel Management and up-to-date record keeping of all personnel documents

in personnel files

• Overall management and handling of 3rd party account for NLI central employees

• Overall execution and management of 3rd party payroll country-wide


4. 3. FINANCE DEPARTMENT Finance department of Warid Telecom is accountable for all the issues related to

financial transactions no matter it is managerial accounting or financial accounting.

Finance department of Warid Telecom deals with issues related to Financial

Accounting, Fixed Assets, Accounts Payable, and General Ledger maintenance and

treasury control. So, finance department is divided in two divisions according to matters

dealt

4. 3.1. Financial Accounting Division

Financial Accounting Division of Warid Telecom consists of four sections

Operations Section

Financial accounting related to operations. Operations include the financial issues

related to franchises operations.

Fixed Assets Section

Fixed assets division of Warid Telecom looks after the fixed assets of Warid telecom.

Fixed assets are very important for every organization because fixed assets tell the

worth of the company.

Accounts Payable Section

Accounts payable division of Warid telecom looks after the liabilities to be paid.

Accounts payable is very important for better credit rating of a company.


General ledger Section

General Ledger division is responsible for developing T-accounts which specify detail of

each account separately, so that

Treasury Control Section

Treasury Control Section looks after the finances, controls the budgets and investments

made by country from treasure.

4. 3.2. Managerial Accounting

The division deals with the accounts management and coordinates with the financial

accounting division.


4. 4. SALES & CUSTOMER SERVICES DEPARTMENT Sales and customer services department of Warid Telecom consists of divisions in-

charge of;

• Contact and Support Centers

• Credit & Collection

• Customer Service Operations

• Direct Sales

• Telesales

• Personal Selling

4. 5. ADMINISTRATION DEPARTMENT This is a centralized department responsible for various administration and general

supervision tasks which include:

• Local Government Relations • Office Maintenance and management • Office Building Locations / Civil Works

• Coordination with Architects / Contractors • Transportation office


4. 6. PRODUCTS AND SERVICES DEPARTMENT:

Products and services department of Warid Telecom consists of two divisions

1) Voice related products & services division

2) Data related products & services division

4. 7. PROCUREMENT AND LOGISTICS DEPARTMENT: This department is in charge of all Logistics and Procurement-related matters.

4. 7.1. Procurement Division

Procurement division of Warid Telecom is responsible for all the matters related to

vendors. Procurement division of Warid telecom comprises of following divisions

• Vendor Profiles management

• Inbound logistics

• Outbound Logistics

4. 7.2. Logistics Division

Logistics Division of Warid Telecom consists of five sections that are responsible for

getting the right product to the right customers in the right place at the right time. Warid

considers Effective logistics as a key to winning and keeping customers.

•••• Cost Management Section

•••• Warehousing Section

•••• Inventory Management Section

•••• Order Processing Section

•••• Transportation section


4. 8. LEGAL AFFAIRS AND CONTRACT MANAGEMENT DEPARTM ENT Legal Affairs and Contract Management department of Warid Telecom looks after all

corporate and legal affairs and the legal implication of all the transactions that are

carried out by Warid Telecom nationally and internationally. Legal Affairs and Contract

Management Department of Warid Telecom comprises of two divisions;

1. Legal Affairs Division

2. Contract Management Division

Above divisions are responsible for legal issues related to

• Financial institutions

• Procurement

• Leasing

• Property matters

• Media contracts

• International agreements

• Litigation (court cases)

• Contract Management

• prizes of marketing campaigns winners

Legal department also oversees all the regulatory and legal implications of PTA and

other governmental authorities.

4. 9. AUDIT, RISK & CORP. GOVERNANCE DEPARTMENT

Audits are carried out in every organization to ensure that there is check and balance

and budgetary control on expanses of each department. Audit and Risk Services

Department of Warid Telecom is responsible for


• Check and Balance

• Expanses

• Risk Services

• Corporate Governance as per Government obligations

• CSR activities

4. 10. INTERNATIONAL BUSINESS DEPARTMENT

International Business department of Warid Telecom deals with the issues regarding

• International Roaming

• Globalization

• Using methods and ways to meet global standards

• Comparing already existing system with international systems

• Liaison with foreign vendors according to the needs of different departments

• Liaison with Warid telecom in other countries

4. 11. PUBLIC RELATIONS

Public Relations Department of Warid Telecom is responsible for establishing and

maintain positive understanding, good image, between a company and its publics.

Such publics include customers, shareholders, employees etc.


4.12 OPERATIONS AND PROJECT MANGEMENT DEPARTMENT

This department is responsible for ensuring business and site acquisition as well as

site building, fraud management, revenue assurance and such other issues related

with the successful completion of a quality project within required time.

4. 13. GOVERNMENT RELATIONS DEPARTMENT

This division is responsible for maintaining an effective liaison of Warid’s corporate

policy objectives and activities with the Government Agencies, Telecom Operators,

Regulatory Bodies, Electronic and Print Media.


5

THEORIES THEORIES THEORIES THEORIES

IMPLEMENTATIONIMPLEMENTATIONIMPLEMENTATIONIMPLEMENTATION

WARID TELECOMWARID TELECOMWARID TELECOMWARID TELECOM


5. 1. IN DEPTH SWOT ANALYSIS

In order to find what are the strengths, weaknesses, opportunities and threats faced

by Warid Telecom, Paksitan. How can they increase their market share in Pakistan

Cellular industry?

Following is the SWOT Analysis of Warid Telecom Pakistan..

Strengths of Warid

• Superior product quality for customers

• Better customer relationship than competitors

• Extra features and services

• Commited and efficient staff

• Strong financial base

• Products innovations ongoing

• Good reputation among customers

• Good packages according to the target market

• Management is rational and understanding thesituation

• Low price as compared to quality provided

Weaknesses of Warid

• Less time in market as compared to major competitors

• Less coverage as compared to majer competitors

• Less experienced employees than competitors

• “Seth organiation”

• Not able to capitalize on start


Opprortunities for Warid

• A developing market

• Mergers, joint ventures or strategic alliances

• Could develop new products

• Extension to overseas

• Decline of major competitors

• Technologically better environment

• New launches

• More customers after relaunch

Threats for Warid

• Emerging companies in market

• Unstable political conditions

• New companies in market

• High public expectations

• Low prices of competing brands


5. 2. COMPETITIVE STRATEGY AND COMPETITIVE ANALYSIS

� Comparative Industry Analysis (BCG Matrix)

9

BCG GrowthBCG Growth --Share MatrixShare Matrix

BCG Matrix of cellular companies in Pakistan

High RelativeHigh RelativeMarket ShareMarket Share

High High Market Market GrowthGrowth

Low Low Market Market GrowthGrowth

MobilinkMobilink Warid Tel/ Warid Tel/ TelenorTelenor

UfoneUfone ZongZong

Low RelativeLow RelativeMarket ShareMarket Share

Cellular Market Share by BCG matrix

� Mobilink is the company which is associated with “Stars” in BCG matrix with

high market growth and high relative market share.

� Warid Tel and Telenor are the GSM cellular companies which are associated

with “Question marks” in BCG matrix as it exhibits high market growth and

relatively low relative market share.

� Ufone is the GSM cellular company with low market growth and high relative

market share that’s why it is associated with “Cash Cows” in BCG matrix.

� Zong is the GSM cellular company with low market growth and low relative

market share that’s why it is associated with “Dogs” in BCG matrix.


5. 3. PEST ANALYSIS

Political

Pakistan Telecommunication Authority has been striving hard and trying its level

best to create level playing field in the Cellular Mobile industry. Politically,

Pakistan is an unstable country where Government decisions and regulatory

initiatives matter a lot

Social

During the formation of marketing strategies, Warid looks after a lot of factors.

Deep study of local culture and social setups is also one of the major factors

which account much in successful strategy formation of Warid. Varying types of

consumer behaviors are found in different societies. The study of society helps to

understand the consumer behavior and in turn assists Warid to improve their

marketing strategies by understanding issues like:


• The way how consumers think, feel and select a cellular connection

• The psychology of how consumer is influenced by culture, family and social

setups.

• As Pakistan is an Islamic country and people are very strict in case of Islam

any thing against the philosophy of Islam on either print or electronic media

are treated as against Pakistan.

• Most of the people dislike anything extra-ordinary or something which

sabotage their culture or subculture.

• Companies who are targeting upper-end of market mostly published and

aired their advertisement in English language.

• In metropolitan cities women are doing work along with their other

responsibilities but other than metropolitan cities it is difficult for women to

convince their parents and spouses for work.

Understanding of these issues helps to adopt better strategies by taking the

consumer into consideration. By understanding the consumer, Warid makes a

more Informed decision as to which strategy to employ.

Economic Factors

• In Pakistan, Marketers should consider long term and short term state of a

trading market.

• Inflation is controlling by state bank and under strict eyes but unemployment

rate is going up and up with the increase of level of poverty.


Technological Factors

• Companies have technology with which they can compete in the Pakistan and

now companies are investing in their infrastructure to not only expand but

also to upgrade their existing structure.


6

PRODUCT OFFERINGSPRODUCT OFFERINGSPRODUCT OFFERINGSPRODUCT OFFERINGS



6. WARID OFFERINGS

Warid puts a great focus on development of its product according to the

customer demand and satisfaction. Warid Telecom in Pakistan offers two main

products that are

1. Zem Prepaid

2. Warid Postpaid

6.1. Zem prepaid

Zem Prepaid is the service for which customer has to pay in advance for services

which he/she is going to use. Zem Prepaid is offering two kinds of services.

A. Voice related services

B. Text related services

6.1. A Voice related Zem Prepaid Services

Voice related services include communication services which are associated with

the transfer of voice. When Warid started its services there were two leading

GSM cellular companies, one was Mobilink and the other was Ufone. Mobilink

was the main market leader and Ufone was the successor in the Pakistan. Then

the main challenge for Warid was to attract customers towards it with the help of

such services that will be exciting and attracting enough to move customers from

Mobilink and Ufone.

At that time, Warid used the offers and services such as Friends n Family

Numbers, low calling rates ‘n’ good voice quality as compared to Mobilink.


As the time passed, Warid got a great feedback from public due to its exceptional

services. At the end of 2005, Warid shifted its focus on ever y segment of the

market from the rich market to middle and low level customers. In this

regard, they introduced five Calling Plans that wer e

Above five calling plans were used for about one and half year, and then

checking completely the response of people towards it, Warid has continued to

use three calling plans Zem 1 second, Zem 30 second (now replaced by Zem

LCR,30 seconds) of above five and removed two plans that were Zem 321 and

Zem 12 to 9).

Calling plans

Zem 1 second plan offers customers billing to in seconds. Means that u have to

pay for exactly what you have talked. It focuses on the small scale users who

want to have tight control over their finance and balance. Zem 1 second plan

generally targets students, shopkeepers and very small scale businessman. 1

second billing rates is higher as compared to other calling plans of Warid.

Zem 1 Second Tariff

Airtime Charges Messaging Charges

Friends & Family (On-Net) 0.02 On-Net (Warid to Warid) 0.50

Friends & Family (Off-Net) - Off-Net (Other Mobile) 1.00

On-Net (Warid to Warid) 0.03 International 5.00

Off-Net (Landline) 0.04 MMS 3.00

Off-Net (Other Mobile) 0.05


Zem Lowest call rate 30 second plan offers 30 second billing to customers

means that you have to pay for 30 seconds (if you have called b/w 1 to 30

seconds) , then for the next 30 seconds (b/w 30 and 60 seconds) and so on. It

focuses on the General public which shows moderate focus on their finance.

Although 1 second is pity useful but 30 seconds is better when it comes to billing

as calling rates in 30 second plan are relatively cheaper as compared to 1

second plan. Zem LCR is modification of Zem 30 second plan and it is very

economical as compared to 30 seconds.

Zem Lowest call rates 30 Second Tariff



Friends & Family (Off-Net) 0.75 Off-Net (Other Mobile) 1.00




Zem 60 second plan offers 60 second billing to the customers means that you

are charged by Warid every time for 60 seconds whether you have talked for only

1 second or even 60 second. It generally focuses on the relatively large scale

users. 60 seconds calling plan is cheaper than the 1 second and 30 second plan.

Zem call rates 60 Seconds Tariff



Friends & Family (Off-Net) 0.75 Off-Net (Other Mobile) 1.00





� Call related Zem features

• CLI (Caller Line Identification)

• Conference Calling

• Call Waiting & Call Hold

• Call Divert

6.1. B Text related Zem Services

Warid at the time of its launch provided text related services but these services

were very much same in rates and quality as that of its competitors. e.g. in order

to activate GPRS and MMS you have to get it activated at high rates, SMS rates

were also higher at that time. Bust as the time passed they have lowered their

SMS, MMS and GPRS rates to extremely cheap rates. Warid has introduced

following SMS, GPRS and MMS related packages for those who love to text and

use web.

� Text Related Zem Packages

• ZOOM

“Zoom” is one of the product offered by WARID with which you can send 25 sms/

mms per day with subscription fee of Rs 3/day. Zoom focuses on the sms lovers

with low income such as students and general public in Pakistan.

• ZOOMU

“ZOOMU” offers services with which you can send unlimited short SMS/MMS at

deduction of Rs. 7 /day from your balance. Zoomu targets the customers with

large social circle who want to be connected with their friends and relatives.


• SMS CRAZE

Whether texting, sharing pictures or browsing the internet, you simply can’t get a

better deal. Zem brings the only messaging and internet package in the market.

With SMS Craze, subscribers can get up to 2,000 SMS/MMS to any number

across Pakistan & 10MB of Mobile Internet for a monthly subscription of Rs.150

inclusive of all taxes.

• INFINITE CRAZE

If you have the craze to talk long hours at night, Zem brings you INFINITE

CRAZE, the best night-time package in Pakistan. By subscribing to Infinite Craze

you can now make unlimited free calls, from 12:00 a.m. to 7:00 a.m., to any one

Warid number and you can also send unlimited free SMS & MMS to any number

across Pakistan. There is no monthly restriction of selecting your special

unlimited “infinite” number. You can change your number daily or hourly and talk

to a different friend for hours every night.

• SUNDAY CRAZE

If you are busy all week and want to catch up with friends & family on Sundays,

Zem brings you Sunday Craze, the best friends & family offer. By subscribing to

this offer you can now make unlimited FREE on-net calls on Sundays, from 8:00

a.m. to 12:00 p.m.

• ZEM NITES

Zem Nites is a package tailored for late night callers. Under this package the

subscribers get unlimited calls to any on-net number from 11pm to 7am for a

daily charge of Rs. 24+tax


� Text Related Zem features

• SMS

• MMS

• GPRS

• Instant messaging

� Latest Marketing Campaigns of Zem Prepaid


6.2 Warid postpaid

Warid post paid connection is associated with Royalty. Post paid subscription is

also called a billing connection. In this type of a connection, you can avail the

services of a cellular connection first and pay for the usage at the end of the

month. On consistent and regular payment and high usage pattern you could win

yourself the opportunity to enjoy exclusive loyalty and frequent user facility

provided by Warid Telecom. Keeping in mind our brand philosophy, Warid

Postpaid is a name that depicts class and sophistication. Warid Postpaid that

defines commitment and satisfaction to the customers. Warid Postpaid is offering

two kinds of services.

A. Voice related services

B. Text related services

6.2. A Voice related Warid Postpaid Services

Warid postpaid when started at launch was called “Zahi postpaid”. Zahi means

“royalty”. Before relaunch as “Warid Postpaid”, Zahi was the warid postpaid and it

offered five calling plans to the mobile users. These plans were

After Relaunch, Zahi Postpaid was replaced by its generic name that was Warid

Postpaid. After relaunch as generic name Warid postpaid, Warid also revised

tariffs for the postpaid calling plans. Now the Warid Postpaid calling plans are


Warid postpaid 150 calling plan is postpaid package with monthly line rent of

150. It is targeting the relatively low income customers.


500. It is targeting the middle class income and family customers.


1500. It is targeting the professional businessmen.



2500. It is targeting the rich class and businessmen doing business at relatively

large scale.


4000. It is targeting the high class business executives and rich families.

� Voice related Warid Postpaid Features

• Conference Call

• Call Waiting & Call Hold

• Call Divert

• Voice Mail

6.2. B Text related Services

Warid Postpaid offer text related services which are less modified over time and

mostly standard text service charges are applicable on warid postpaid text

services.

� Text related package

• ZOOMU SMS for a subscription of Rs.210 + tax for 7500 SMS/MMS

� Text Related Warid Postpaid Features

• Short Messaging Service (SMS)

• Missed Call Alerts

• Picture Messaging & Multi-media Messaging Service

• Mobile Internet


� Latest Marketing Campaigns of Warid Postpaid

Bill Payment via Scratch card

Bill payment is as easy as 321

Connectivity with Convenience Be a part of the largest Postpaid cellular

base in Pakistan

Bill by Email

Now you can receive your bills through email!

Warid Postpaid Corporate Briefcase We understand your business lifestyle


7

MARKETINGMARKETINGMARKETINGMARKETING

STRATEGIES AND PRACTICESSTRATEGIES AND PRACTICESSTRATEGIES AND PRACTICESSTRATEGIES AND PRACTICES

WWWWARID TELECOMARID TELECOMARID TELECOMARID TELECOM


7. MARKETING: STRATEGIES AND PRACTICES

7.1. Marketing Environment

Competition

Pakistan is a highly competitive market. There are four GSM cellular companies in

Pakistan right now that are Mobilink, Ufone, Telenor and Warid.

• The major brand in Pakistan is Orascom’s Mobilink, which as of April 2008 had a

market share of 37 percent. Mobilink initiated operations in 1994, and for the longest

time reaped the reward of being a first-mover in the country using GSM technology. ,

and continues to be a pioneer in branding with its packages: the Jazz Prepaid and

the Indigo Postpaid connection. The company was the first to experiment with a

female model as a brand ambassador on its ATL campaign. Pakistan Leading super

Models such as ZQ, Sunita Marshal, and Iman Ali all remained part of their

campaigns.

• Mobilink’s greatest competition came in the form of Ufone, a cellular service brand

introduced by the then state owned PTCL in 2001. The brand immediately began by

focusing on the customers, launching a campaign that culminated in consumers

designing the brand’s initial logo. Ufone further refined its strategy by 2005 when,

under the new ownership of Etisalat, it was re-launched with a new logo, which was

a reflection of the increasing competition from the likes of the Norwegian-based

Telenor, and the UAE-based Warid Telecom. Ufone has market share of 21%

according to April 2008 statistics.


• Telenor began operations in Pakistan in 2005, and started with a pre-launch

nationwide teaser campaign that revolved around "something exciting" making its

way to Pakistan. In only three years, Telenor had claimed 20 percent of the market

share, almost on par with Ufone’s 21 percent.

• Warid Telecom, with a current market share of 17 percent, also got launched in the

same year with a beautifully shot "slice-of-life" TV ad. Unfortunately, Warid wasn’t

able to capitalize on its great start, and hasn’t been able to position itself as a

premium brand in the industry; rather, its attempt to characterize itself as a service

provider that offers the best rates has led Warid to be associated with cheap

affordability.

• Zong, formerly known as Paktel but re-launched this year under China Mobile, took

a different approach. Zong stepped into the fray with an expansive launch TV ad and

followed it up with a campaign that took on the other telecom brands' marketing

strategies.

Ufone 21%

Telenor20%

Warid 17%

Zong5%

Mobilink37%

`

� Technology & Marketing Financials

Massive budgets that the brands can call upon have led to

• Use of modern technologies to bring better quality network, voice clarity and service

for the customers


• Immense advertising, as brands launch campaigns with elaborate song and dance

TV ads that have nothing to do with the brand's personality, or emotional and

functional attributes

• Develop Telco industry as one of the major contributing industries, directly

contributing about 2% in Pakistan’s GDP

� Legal

• Minimum legal restrictions for about a decade had made Pakistan a highly

competitive market, because consumers are not bound by long-term contracts to

cellular service companies. Rather, the consumer simply needs an ID card

photocopy to set up a connection, or switch to another provider. The consumer has

the option of a post-paid monthly billing connection, which is preferred in the

professional segment, or the popular-among-the-masses pre-paid connection. To

add to the consumer’s benefit, mobile phone portability is also available, which

allows one to retain the same phone number regardless of changes in cellular

service.

• Current situation in Pakistan has made Govt. to think on legal control on issuance of

connections because most of the terrorism activities were done with the help of

connections that were either on fake or un-registered i.d cards. So new Govt. policy

will encompass policies that will ensure that connections per i.d cards are controlled,

NADRA verification will be compulsory before a connection is delivered to the

customer. Recently Govt. has ordered to make about 8.8 million connections that

were not in use for a good period of time, either unregistered or registered on fake

i.d cards.

� Demographic Trends

With so much potential still in the Pakistan telecom industry, it will be difficult for telecom

brands to refrain from taking the easy way and simply screaming their way into


consumers’ consciousness rather than building timeless and unforgettable brands. At

this point of time, Telco companies are tempted to go for short term gains rather than

long term benefits. The fact remains that until the consumer can take home something

from the personality or the lifestyle of the service, he/she will not remain a loyal user

and defender of the brand.

7. 2. Target Market

7.2. A. Consumer or industrial

In Telecom Industry, it is not possible to say that types of products offered by Warid are

consumer or industrial. The target market is almost all the country. Target market

always consists of different segments for those Warid has designed its products,

packages, plans and services. The main thing that differentiates different telecom

companies is how they divide their target market into different segments and design

their products, packages, plans and services to cater voice of customers from each

segment. Warid develops its products and services according to segments that are

• Masses (Prepaid)

• Youth

• Post-paid

• Corporate

• Female


7.2. B. Buying Characteristics

Buying characteristics of above segments will be discussed one by one

� Masses Segment

Masses Segment is the biggest segments involving most no of people. Consumers from

masses segments use relatively less. Masses customers

• Pay before using the service.

• Enjoy basic features and value-added services.

• Have less brand loyalty in most cases.

• Ready to switch to other mobile services in case of cheaper services.

Youth Segment

Youth drives a nation; similarly, youth is taken by cellular companies as a segment

which can affect trends of customers of other segments a great deal.

• There is craze among youth in Pakistan to talk with their friends, spot new friends,

as well as keeping in contact with their families.

• If the youth is targeted in better way, lot of customers can be gained.

• Youth is mostly the prepaid user.

Postpaid Segment

Postpaid Segment is the one which includes individuals with good income and usage

more than that of prepaid customers. Postpaid customers

• Pay bill at the end of month depending on the service used

• Pay specific amount in line rent every month, no matter they use service or not


• Enjoy better range of value added services than prepaid customers

Corporate Segment

Corporate segment is niche segment which can be source of great revenue for

organization. Corporate segments are those

• who use services in bulk

• Affect trends of their primary groups and social circles.

• Post-paid users

• Mostly white collar customers

• provided with Best possible VAS, Better rates, Corporate Series for organization

employees, Security and Network Solutions

Female Segment

Importance of role of females cannot be overlooked in this modern era.

• Love to talk

• Mostly don’t compare Telco services to their cost

7.2. C. Market Potential

Currently we have a population or over 17 million and if we exclude approximately 20%

relatively extreme poor population and 20% children (population below the age of 8

years), we get a potential target market of about 97 million people. It is however, widely

argued that poor are more inclined to avail telecom facility which in turn increases their

income while reduces their business input costs, and in that case potential target market

increases to more than 110 million people. So far cellular mobile companies have

grabbed only 63 million of their potential target market, which is only 61% of their


potential target market. If we exclude 15% users who have multiple mobile connections

and those connections that are recently switched off with order of Govt, the cellular

mobile operators access comes to about 48% of potential market. So it can be said that

there exists a promising scenario for the existing and new telecom entrants.

7. 3. Product Positioning

• Mobilink as a first mover in Telco industry in Pakistan has always remained

innovative. It has always tried to communicate an image of modernity and newness

over the years.

• Ufone immediately began by focusing on the customers. Ufone further refined its

strategy by 2005 when, under the new ownership of Etisalat, it was re-launched with

a new logo, and a colorful campaign that was a reflection of the increasing

competition. Ufone targeted teenagers and the youth with its pre-pay package.

• Upon launch, Telenor targeted consumers’ dissatisfaction with existing cellular

service brands, and claimed that Telenor was the "Smart Call" for consumers.

• Warid positioned itself around simplicity and subtlety, and attracted subscribers

more through word of mouth about its service quality than with advertising.

• Zong positioned itself as a company that encourages consumers to be bold to

express themselves in whatever way they choose. Its slogan “Sab Keh Do” is truly

built on this positioning.

7. 4. Product

7.4. A. PLC Stage

Warid Telecom can be currently considered at growth stage in PLC. It has 18% market

share in Telecom market. Friends and family culture of Warid is increasing and it is


surely the choice of new generation. Marketing has been separated as an independent

department this year. So there has been certainly a difference in marketing strategies

and campaigns. Surely, much more can be expected of Warid in years to come.

7.4. B. Classifications

Warid Telecom offers Mobile Connections. Broadly classified the connections are either

pre-paid or post-paid. In a country like Pakistan, where there are far less legal

requirements to fulfill. This product can be classified as shopping product because its

purchase is less frequent, there is much planning and shopping effort, brands are

compared on price, quality, rates, basic and value added services. There is selective

distribution in fewer outlets. Options like personal selling, advertising, sales promotion is

used by Warid itself, its franchisees, and retailers.

7.4. C. Core/ Augmented products

The core product in case of Warid Telecom is prepaid and post-paid connections that

must offer core benefits that are calling and sms features. The augmented product or

services in this case are value-added services including LBS (Location based service),

Song dedication, Ring tone download, GPRS, bundle services plans and much more.

7.4. D. Packaging and Labeling

In case of mobile connections, which are more considered as services than a product;

there is no certain packaging or labeling. There are two logos that are used

• Zem prepaid- logo for prepaid campaigns

• Warid Generic- Logo for post-paid campaigns.


Life ka network Z em prepaid

Above are three basic logos that are used according to the requirements.

7.4. E. Warranties and Services

In case of mobile connections, there are no such warranties given in written. But it is

actually the product which is purchased by customer if he/she has trust on that

company, product and services provided. If the company is not able to meet the

customer expectations, then it results in huge losses to company as it is not only the

specific customer that is leaving but there are lot of chances that customer will spread

bad word of mouth about the company and its products which will result in heavy

losses.

7. 5. Distribution

When Warid was launched, its target customers were middle class and rich class. At

that time, Warid used both “demand-push and demand-pull” strategies. Means, they

placed most of their prepaid and postpaid connections mostly at their Franchises and

Sales Centers, and placed very less amount of connections in ordinary outlets. In this

way, they were able to control the supply of Warid connections in the Market. By

controlling the supply in the market, they strategically increased demand for their

product.


For most of the last quarter of year 2005 and beginning of year 2006, they used the

same strategy. They at the middle of 1st quarter of year 2006, shifted their strategy to

demand pull strategy, then onwards the demand for their product is increasing. Warid

has now adopted strategy of focusing every segment of the population so now they

have placed their products at places that will facilitate the mobile users. These places

include PCO’s, Bookshops, Mobile shops etc.

Their customer care centers are also in easy reach of customers. Warid's Customer

Service division functions on the premise of pleasing and satisfying their valuable

customers, resolving their problems and addressing their queries. Their Contact Centre

is equipped with the latest technology and its staff is trained to inform, educate and help

customers in the best possible way.

7.5. A. Market coverage

Warid covers major parts of country, but it still has lot to do in this aspect and market

coverage can be regarded as the area where Warid should work on.

7.5. B. Distribution Channel Structure

In telecom industry, the marketing channel used for distribution by all the cellular

companies is indirect marketing channel. The distribution of Warid products to the final

customer follows the following indirect marketing channel


Stands for “Dispatches t o”

Stands for “Channel used”

7.5. C. Logistics/physical distribution

• Production/Retailer/ Vendor to Company ---- Inbound Logistics

• Company to final consumer ---- Outbound Logistics

7. 6. Pricing

Warid used its pricing strategies as a tool to gain competitive edge over their rivals.

Their pricing strategy was such that helped them to differentiate their products from their

Warid Company Warehouse

Business Centres

Franchises Wholesalers/ Retailers

Consumers

Production Suppliers Vendors

Warid Company Warehouse

Business Centres

Franchises Wholesalers/ Retailers

Consumers Retailers


competitors. Pricing is the only element in the marketing mix that produces revenue: all

other elements represent costs. Price is also one of the most flexible elements of the

marketing mix. Unlike product features and channel commitments price can be changed

quickly.

Warid, considering the importance of pricing factor in marketing mix gives very much

importance to pricing. Warid pricing strategies over time span is briefed as under

� Pricing strategy

• Pricing Strategy of Warid at the time of Launch to Mid 2007

When Warid started its services in Pakistan, Warid was offering more value and quality

to customer so rather than quickly reducing their prices in order to compete with their

competitors, they convince their buyers that their products are worth a higher price.

Warid took care that their pricing policies should be customer value oriented rather than

too cost oriented.

At start, Warid used both “demand push and demand-pull” strategies in order to

penetrate in the market. They introduced their services at relatively cheaper rates than

the market giant but not too less as the quality they were offering was far better.

Their innovative pricing strategies such as 30 second billing, 1second billing helped

them to capture a huge market in beginning.

• Pricing Strategy of Warid from Mid 2007 to End 2008

Currently, Warid pricing strategies focus on better value and cheap affordability for their

segments according to their needs. Warid calling plans such as lowest call rates for the

masses (prepaid segments), better designed cheaper postpaid plans for the post-paid

segment, best quality for the corporate segment, and best possible plans for the youth

segments as per their requirement.


� Discounts/Allowances

Usually there are no such discounts and allowances in this type of Industry especially

for prepaid segment. Yet being specific, there can be discounts and allowances for

• Corporate Clients

• Special events pricings such as expo, matches, shows etc.

• Post-paid clients

7.7. Promotion

Today promotion is considered as a very important tool in marketing activities. The key

feature of the Warid’s promotion strategy is that they have designed all of their

promotional activities keeping in mind the culture and traditions of the country.

Even before they started operations, they started promotional activities. They developed

a curiosity among the people even when they had not launched their products and

services through the use of both electronic and print media.

The promotion activities they do are

� consumer promotions

� Trade promotions

� Business promotions

� Sales force promotions

Their slogan “Be heard” and “we care” became most popular among general public.

Now it is the new slogan after Re launch “Life ka Network” that has gained lot of

popularity just in 3 months of its birth. Now lets have a look at different ways, Warid is

promoting its brand and its products.


� ATL Advertisements on electronic media such as Internet, Television, and Radio.

� ATL Advertisements in print media such as newspapers, journals, brochures, and

magazines.

� BTL Advertising

� Sponsoring different sports activities such as they have sponsored Pak-India Hockey

Challenge 2005 and Pakistan Open Squash Tournament this year.

� By arranging cultural events such as Basant Festival 2006

� By sponsoring different musical programs

� They have a contributed a great deal in relief activities after the October 8th

earthquake

� Warid is contributing in educational activities in Pakistan such as they are awarding

scholarships t the needy and deserving students in GIK Institute.

� By opening franchises in different cities at different locations to facilitate the

customers.

Main Events Sponsored by Main Promotion events Warid did after Launch

• 17thMay, 05- Warid Telecom main sponsor on World Telecom Day, Lahore.

• 4thJune, 05- Warid Telecom main sponsor of Fashion Show in collaboration with

Faisalabad School of Fashion Design (FSFD).

• 9th – 12th June, 05 – Warid Telecom participated in Dawn Lifestyle Exhibition,

Karachi.

• 22nd – 29th July, 05 – Warid Telecom co-sponsor of All Pakistan Open Squash

Championship, Karachi.

• 9th – 11th August, 05 – Warid Telecom participation in ITCN Conference, Karachi.

• 13th – 19th August, 05 – Warid Telecom main sponsor of HSY “Essentially Pakistan”

Fashion Show on Independence Day in Lahore, Karachi and Islamabad.

• 2006- Warid cup hockey tournament, Pakistan v/s India


• 2006- Warid Pakistan Open Golf Championship

• 2006- Warid Basant Festival

• 2007- Mega Musical Concert

• 2007- Dawn Life Styles Expo

• 2006, 2007, 2008- ITCN Asia Conference and Exhibition

• 2007- “Boondh” Album of Jal, The band

• August, 2008- Zem Kabaddi Takkar Series b/w Pakistan and India

• July 21-23,2008- OIC IT & Telecom expo and Conference

• 2007, 2008- Warid Floodlight Tape ball Cricket tournament

• 2007,2008- Warid Gymkhana Golf League

• 2008-SLUMS (Sports at Lums)

Beside these activities there are many promotional activities that Warid is undertaking.

But the key feature of all their promotional activities is that they are trying to relate or

associate themselves to the people of the country. All their promotional campaigns

include the element of sharing and caring of their customers. Another key feature of

their promotional strategy is that they believe in transparency and they don’t hide

anything from their customers such as announcing the rates clearly in their promotional

activities.


8

HUMAN RESOURCESHUMAN RESOURCESHUMAN RESOURCESHUMAN RESOURCES

STRATEGIES AND PRACTICES STRATEGIES AND PRACTICES STRATEGIES AND PRACTICES STRATEGIES AND PRACTICES



8. WARID HUMAN RESOURCES: STRATEGIES AND PRACTICES

8. 1. Recruiting

This is a process of seeking job candidates. Warid gives advertisements in the

newspaper and on the companies’ website. Interested applicants submit their CVs to

the Human Resource Division via mail or email.

Once they receive the CV, they will assess it according to their internal policy and

requirement of the job. Selection criteria may involve different steps with respect to the

position they are applying for. There can be one to one interview with concerned

Division head, Recruitment Manager and/ or a panel interview, or there can be series of

interviews. Special process of a preliminary test might be carried out, depending upon

nature of the job.

.

8. 2. Orientation

When a new employee joins Warid, orientation is given to him/her. He is introduced to

the office and to the other employees. The department head gives out the orientation. In

orientation he gives a detail introduction that how operations are being performed in

Warid, and how things work in a department. When 5 new employees are hired, they

are given in-house orientation where information about the concerned department is

delivered to them. The employees are also sent to the Head Office, and they are asked

to spend a whole day there, so that they get to know how things work there.

8. 3. Employee Training

During the orientation of the employees they are told about their career planning.

Employees are told about the steps taken to develop them, they are told about the


training process they have to go through. And they are also told where they will see

themselves in the next five years. Warid has got a training contract with Etisalat. In

which they send their employees to UAE for training.

Warid employees go to England, Australia, Europe and New Zealand too for training.

Recently an IT conference was held in USA, and 5 employees of Warid were part of it.

Warid has got conferences and training session for their employees in Royal Palm,

where they spend the whole day. Warid has a policy for its employees to sign the bond

before they are sent for training. In this bond, they ask the employee that they can not

leave Warid for a year or two (depending on the training cost) after the training is

complete. And if they do so, then they have to pay the training cost that Warid has

incurred.

8. 4. Performance management system

Warid Telecom gives immense importance to performance management system.

Employees are given annual appraisals and increments. Depending on how good or

bad an employee is performing keeping that in mind these increments are awarded. The

supervisors discuss the appraisal form with the subordinates. And tell them where they

need to work hard. This process takes place once in a year.

8. 5. Rewards and Pay Plans

Rewards are generally paid in the form of increments. Bonuses are given after every

one million customers. All the employees are given this bonus. Currently Warid has

seven million customers.

Warid is known to be one of the best pay masters in the industry. Warid believes in pay

for performance and is an ideal place for people with “can do” attitude. Warid is

continually working towards making its processes performance and cost effective and is

working in line with Best Practices.


8. 6. Employee Benefits

Warid has a very sound and a systematic plan for the benefits for its employees. The

strategy ensures that the employees are not only satisfied but also motivated

continuously in order to achieve maximum productivity.

Warid has an unmatchable employee benefit plan. Some of the major benefits are as

follows.

• LFA (leave Fair Assistance)

• Provident Fund

• Leave Encashment

• Medical Benefits

• Insurance

• Leaves Allotment


9

CONCLUSIONS AND CONCLUSIONS AND CONCLUSIONS AND CONCLUSIONS AND

RERERERECOCOCOCOMMMMMENDATIONSMENDATIONSMENDATIONSMENDATIONS



9. CONCLUSION AND RECOMMENDATIONS

With some changes at higher level including advisor to CEO, G.M Marketing much has

improved this year in Warid Telecom market rating. Warid Telecom certainly has

potential to capture good market and to give tough time to the competitors, but for this

at least following steps should be taken

� Warid telecom is offering cheap rates for its prepaid and postpaid customers as

compared to its competitors but the main area they are lacking is the way to

communicate it to customers.

� Seth Culture should be avoided.

� Network should be enhanced to much more cities.

� There should be consistency of brand ambassadors, jingles, colors and graphics in

their print and electronic media ads to create strong brand recognition.

� More regional departmentalization should be there, so as to create strong presence

and market analysis at regional levels.

� More staff to should be hired in some departments to meet the requirements.

� There should be more decentralization and employees should be encouraged for

their ideas.

� Compensation and benefits plans should be revised, as it can be used as a very

important tool to create motivation in employees.


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LEARNING AS A STUDENT LEARNING AS A STUDENT LEARNING AS A STUDENT LEARNING AS A STUDENT

INTERN ININTERN ININTERN ININTERN IN



10. LEARNING AS A STUDENT INTERN

10. 1. Duties

During two months of internship, I had to work directly with eight employees. With each

of eight persons, I have to perform different duties. Duties with each employee I worked

with were as follows:

Mr. Haider Khan (Asst. Manager Marketing Operations )

I was given duties by Haider khan to

• Prepare report on branding

• Looking after branding at Shah Faisal Ground, Lahore for Tape Ball Tournament

Mr. Zeeshan Awan (Asst. Manager Marketing Operation s)

Mr. Zeeshan Awan is responsible for Marketing Collaterals. Marketing Collaterals

include standees, posters, flyers, tariffs, passes, log books, Usage Guidelines, branding

on takeaways etc. With Mr. Zeeshan Awan, I was given duties to assist Zeeshan in

whole process

• Taking quotations from different Vendors for collateral production

• Preparing and signing CEO Notes from authorities

• Directing communications to design artworks for marketing campaigns

• Taking Artworks from Marketing Communications and giving it to Procurement to

give orders to vendor for production

• Directing marketing finance to issue PR to Procurement


• Directing Procurement issues PO to vendor for delivering Marketing collateral to

warehouse

• Directing Warehouse to delivers collaterals to business centers /desired location

Mr. Shaham Saeed (Marketing operations Executive)

Mr. Shaham is responsible for marketing event management for Warid Telecom

Marketing Department. Assisted Mr. Shaham in making arrangements and managing

• Marketing Events

• Press Conferences

• Expo

Mr. Shaham was on leave from August 1st to August 20th. So I was given charge in his

absence to perform his duties

Mr. Hassan Jaafar (Segment Manager Masses)

Mr. Hassan Jaafar is responsible for the prepaid (masses) segment. I was given duty by

him to go to all six cities on behalf of marketing operations to look after and execute

marketing operations for ZEM Kabaddi Takkar Series and reporting to segment

manager about each match.

Mr. Adnan Farooqi (Asst. Manager Marketing Operatio ns)

Mr. Adnan Farooqi is responsible for New city launches. I assisted him in

• Preparing reports regarding new city launches

• Branding at new city launches


Mr. Farrukh Ahmad (Asst. Manager Marketing Operatio ns)

Mr. Farrukh Ahmad is responsible for BTL advertising. I assisted him in doing surveys to

check out BTL branding in Lahore and then preparing reports. Branding included

• Billboards • Hoardings

• Pole Signs

• Vertical Panels

• Directional signs

• Bus stand

Mr. Farhan Abass (Manager Marketing Operations) Mr. Farhan Abass as marketing operations manager gave me responsibilities of

• ZEM Kabaddi Tournament.

• Survey of Hafeez Centre

• Some documents preparation

10. 2. Accomplishments

I accomplished and learned a lot in these two months of internship. The main

accomplishments were participating and taking part in organizing activities such as

• 2nd Warid Floodlight Tape Ball Cricket tournament 2008 Matches

• Abrar-ul-Haq TVC ad for Tape Ball Tournament

• Lahore Gymkhana Golf League 2008-09

• ZEM Kabaddi Takkar Series b/w Pakistan and India

• OIC IT and Telecom Expo and Conference 2008, LCCI, Lahore

• SACK International Fashion Show

• ARY Digital Azadi Show

• 5 Press Conferences: Abrar-ul-Haq signed as brand ambassador, Jawad Ahmad

signed as brand ambassador, Zem Kabaddi Takkar Series featuring singers: Waris

Baig, Jawad Ahmad at post match concerts, Black Berry Launch Press conference


Through these activities, I came to meet artists, people from event management

companies, media persons, corporate clients, people from remote areas, our regional

teams, business centre teams and franchise teams as well.

10. 3. New Knowledge Acquired

Due to practical applications and exposure, I came to have very good understanding

about

• Event Management

• Marketing Collaterals

• Market segmentation

• Marketing communications

• Public Relations

• Media role in marketing

• Press Conference arrangements

• People from different areas

• Problems faced while executing

marketing activities

10. 4. How Experience Impacts your Career Marketing in telecom industry is best place to learn marketing basics and practices due

to its dynamic nature. No doubt experience as an internee in marketing department of

multinational cellular company like Warid Telecom would serve as step stone to better

career in marketing and media field. Experiences such as event management

assignments, process flow of marketing campaigns from scrap to a meaningful image,

participating in International events would be very helpful in my future assignments as

student as well as a marketing professional.


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GLOSSARYGLOSSARYGLOSSARYGLOSSARY


11. GLOSSARY

ATL (Above-the-line advertising) Term refers to main media expenditure, TV, print, radio, outdoor, cinema and its traditional accounting treatment. Now used for all traditional media expenses incurred through an agency; mainly used to create, maintain brand awareness/interest. BTL (Below-the-line advertising) Expenditure on promotional activities which are used to be managed within the company (now many specialized agencies take on these task); promotional activities other than 'above the line' e.g. sales promotion, POP, direct response are examples of BTL. Marketing Communications The formal and informal messages that sellers transmit to buyers; that can be systematic (planned) as well as the unsystematic (unplanned) promotion by a firm of its products to its markets. Procurement Noun. Purchase, sale, acquisition Logistics Activities involved with the orderly and timely acquisition and transportation of materials required for production, and with the storage, handling and dispatch of finished goods to customers.

Tariff Noun. Price, rate; protective tax Flyers A mass circulation advertising leaflet or pamphlet dropped through the letter box or put loosely inside magazines or newspapers. Hoarding Noun. Billboard (British usage); temporary tall fence made of boards enclosing a construction site; fence made of hurdles; temporary balcony made of wood that is hung from the upper walls from which missiles could be dropped Operations Noun. Act of operating; working, performance, handling; venture, undertaking; Marketing Act or process of buying or selling at a market; development of a strategy for the sales of a certain product; promotion and selling services; distribution of goods Human resources Noun. Manpower, human work force, human labor; field of business that deals and handles personnel matters (such as hiring, training, firing, etc.)


Financial Accounting Collection of basic (raw) data, as in management accounting, but treated in a prescribed and statute enforced format which emphasizes the historic, custodial and stewardship aspects of the business. Sales Total revenue amount collected for goods and services provided; see also gross sales, net sales, return on sales. Sales charge - same as commission Customer Service The process of meeting every customer need, before, during and after the sale; the dept. responsible for looking after the customer. Administration Noun. Management (of an office, project, etc.); execution of managerial duties; people in charge of directing or managing, supervisors, leadership Audit An examination into the current business situation; it can be both internal and internal. Risk Services Providing services of analyzing exposure to risk and determining how to best handle such exposure.

Quality Assurance The name given to the procedures used to ascertain that measurement data are good enough for their intended purpose. It involves 1. Quality control: those procedures and activities utilized to verify that the quality control system is operating within acceptable limits and to evaluate the quality of the data; and 2. Quality assessment: those procedures and activities utilized to verify that the quality control system is operating within acceptable limits and to evaluate the quality of the data. Public Relations A deliberate, planned and sustained effort to establish and maintain positive understanding, good image, between a company and its publics. Such publics include customers, shareholders, employees etc. Project Management Tracking and supervision of the tasks which must be done in order to complete a project (especially the production of a system) Artwork Noun. Work intended to have artistic value Facia Noun. Sign board (of a shop); dashboard, instrument panel of a car (British)


Streamer A long, narrow sign with a message in bold type hung across open area, window, or doorway. Vendor Noun. Salesman; supplier, equipment salesman (for example in the field of computers, etc.); automatic machine for selling goods Loyalty The extent to which customers repurchase a particular product or brand. Leasing Noun. Act of renting out property for a specified period of time; possessing or occupying under the terms of a lease. General Ledger The master file in which a record is maintained for each and every account in the organization’s accounting system. Treasury control Control of finances, dealing with money, work of a treasurer Franchise Verb. Grant a franchise to an individual or group; grant the right to vote

Corporate Governance 1. The control structure of a corporation. 2. The term used, following recent Government sponsored reports, to describe the policies and procedures that the company’s directors’ employ in their conduct of the company’s affairs, and their relationships with shareholders to whom they are responsible as managers of the shareholders interests in the company, and of its assets. Gross Domestic Product (GDP) The total market value of all final goods and services produced in a country in a given year; equals total consumer, investment and government spending, plus the value of exports minus the value of imports. Demand-Pull Approach Developing new products on the basis of market demand rather than on that of company-generated ideas. Abbreviations RSM: Regional Sales Manager ZSM: Zonal Sales Manager GM: General Manager CIO: Chief Information Officer FM: Franchise Manager BCM: Business Centre Manager BEC: Board Executive Committee CEO: Chief Executive Officer

Warehouse Storage for goods and services prior to customer purchase .


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REFERENCESREFERENCESREFERENCESREFERENCES


12. MAJOR REFERENCES http://www.waridtel.com/ http://www.brandchannel.com/ http://www.pta.gov.pk http://marketingteacher.com/index.htm http://tutor2u.net/default.asp http://www.brandsaward.com/2008/index.html http://www.dictionary.com/


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ANNEXURESANNEXURESANNEXURESANNEXURES

Documents

Internship Report Warid Telecom---Taimoor tk